To
increase the public understanding of, involvement in, and support for HIV
prevention.

Objectives

Provide
leadership in HIV and STD prevention by (1) establishing sustained and
active national agenda through the media; (2) promoting credible messages
based on science through credible channels; and (3) encouraging and
supporting prevention efforts at the local level.

Establish
a collaboration of partners composed of national, State, and local organizations
to facilitate (1) diffusing social marketing principles applied to HIV
and STD prevention at the local level; (2) identifying and promoting
mechanisms to exchange technology and information; and (3) developing
guidelines for applying social marketing principles to local HIV and
STD prevention.

Apply
social marketing principles at the local level for the purpose of (1)
demonstrating the participatory social marketing process (i.e., skills
and resources needed to effectively engage the community); (2) measuring
the effects of behavior-based social marketing interventions; and, (3)
documenting the lessons learned.

Facilitate
the application of prevention marketing principles in CDC-funded community
planning efforts by (1) promoting guidelines for consideration of these
principles at the local level for prevention interventions and (2) providing
interactive technical assistance on social marketing technology principles
(or prevention marketing) to public health agencies as well as HIV Prevention
Community Planning Groups.

Promote
HIV prevention as a relevant issue in business settings.

Provide
and promote a network of resources and referrals to assist in implementing
the Business Responds to AIDS (BRTA) Comprehensive HIV/AIDS Workplace
Program.

Market
the comprehensive workplace HIV/AIDS program to business.

Establish
and execute a research agenda to formulate and assess strategies and
resources to advance the knowledge of effective workplace HIV programs.

Implement
a BRTA initiative to develop HIV prevention and service programs for
the workplace and the community.

Sponsor
and participate in national meetings of businesses and religious, civic,
medical, social, and voluntary agencies which conduct HIV prevention
and service programs.

Descriptions

Many of
the activities cited above are carried out at local demonstration sites
and in coordination with community planning efforts. In addition, specialized
projects and studies also serve to focus attention on these activities,
these include projects entitled: National Health Communications, Prevention
Collaborative Partners, the CDC National AIDS Clearinghouse, and the CDC
National AIDS Hotline, and the Prevention Marketing Initiative.

Also,
linkage efforts with business, labor, and community groups have received
special attention. The Business Responds to AIDS (BRTA) and Labor Responds
to AIDS (LRTA) programs have focused on issues such as: HIV/AIDS workplace
policies, supervisor and labor leader training, employee education, employee
family education, and community service and volunteerism. Partnerships
have also been forged among a variety of communities including business,
labor, religious, voluntary and the media. And, national and regional
minority organizations have also been sought out in forging these important
linkages.

Resources

FY95

FY96

FY96

$
46 million

$
45 million

$
46 million

Populations
Served

All segments
of the population including all major racial and ethnic groups, young
persons (18-25), persons engaging in behaviors that place them at risk
for HIV infection, and business and labor leaders including their employees
and families.

Constituency
Involvement

Regular
consultation with leaders from over 200 prevention collaborative partners
composed of national, state, and local organizations and over 50 business
and labor partners.